Shanghai Old Shopping Center "Upgrade War" Close To Civilians

Xiao Xin, 30, works in Nanjing West Road. She recently began to love the nearby CITIC Plaza.

"There are many women's wear brands on the 3 floor, and nails can also be built next to them."

When a big crowd is rushing to the new shopping center, the old shopping center is upgrading collectively.

Nanjing West Road's CITIC Pacific, Mei Long Town, Golden Eagle, Lujiazui's Zhengda square, Xujiahui's Hong Kong Hui, meiro city and other gallant old women who have gone through the rivers and lakes for many years are quietly making adjustments.

"The shunting of new shopping centers is one of the most common problems faced by (veteran)."

A foreign shopping center executive said, "opened for more than ten years, upgrading has been adjusted 7 times, the most understanding of consumers is us."

"Popularity is not equal to achievement."

She revealed that brands like Maxmara and Amarni sell best in Shanghai, but in those old shopping centers.

Popular shopping mall

"Luxury on the first floor has blocked too much popularity."

The operator of a high-end shopping center in Shanghai says that luxury goods are now flagship stores. They are full of goods and large enough to shine. Now the one or two floor is full of luxury flagship stores, but it also blocks many mass consumers.

Luxury goods are cold at home.

"Luxury goods are not as good as they used to be, and a lightweight flagship store here sells to about 3000000 per month, doubling the sales performance of the stores, but they are still not satisfied."

These people said that their previous turnover was mainly luxury goods, and now they all need to be changed. Now the big name shopping centers do not mean that only VIP is enough. The least hope is to create a sense of distance.

Luxury brands are also hard to retain.

Old shopping centers have a high rent starting point. When new shopping centers extend their olive branches at lower rents, spoiled luxury goods are often the first ones to leave.

Burberry moved from Mei Long Town Square to Jingan Kerry Center not far away, upgrading from the exclusive store to flagship store.

Meilun town lost one of its generals. Burberry had a turnover of millions of dollars in a single month.

Seeing

There is no way to go down again. Many years old businessmen in the business world are well versed in a truth. Instead of catching up with the mainstream, it is better to pform them to the end.

CITIC Pacific Plaza, one of Golden Triangle's West Road, will turn 2 to 4 floor 30% into a large lady's flagship store, and even introduce brand names such as nail flagship store and afternoon tea, hoping to attract more and more white-collar women like Xiao Xin.

The total rectification area of Zhengda Plaza is nearly 40%, reaching 80 thousand square meters.

Golden Eagle surrounded the fence. In 2009, the GUCCI of zero rent was clencled.

In the two quarter of this year, the research department of the world bank Richard's Department showed that the first floor rent of iapm was 65 to 80 yuan / square meter / day. The first floor rental of Kerry Center in Jingan was 60 to 75 yuan / square meter / day. The first floor rent of Hong Kong Hui square was 80 to 100 yuan / square meter / day. The Raffles square 60 to 80 yuan / square meter / day. The rent at the first floor of Zhengda square was 40 to 65 yuan / square meter / day.

When the big shopping center collectively adjusts, the brand of the department store is also ready to move.

The first thing to bear is the big lady dress brand.

The so-called big ladies dress is always on the 2 floor of the department store. The location is a mature woman over 28 years old. The price of a dress is usually between 4000 and 20 thousand yuan.

I understand that these big ladies dress brands can support half of the revenue of the whole department store.

La Mia Nye market leader said that La Mia currently only kept a flagship store of CITIC Pacific, which had been withdrawn from counters in department stores such as spring in Paris.

"The focus of future development is in shopping centres."

Su Hongjun, ARTIST's Shanghai business manager, said that 9 stores are now in the department store and opened the first flagship store in CITIC Pacific.

He disclosed that the same business area, flagship store is 2 times the turnover of a department store in the people's Square business district.

A similar attempt is also made by ISUN, whose business leader said, "there are 9 department stores in Shanghai, 3 shops in the shopping center, and then the department stores that fail to perform well will be turned off and will only be opened in boutique and shopping centers.

What's interesting is that nail shops are starting to appear in high-end shopping centers.

Liu Juan's nail shop not only opens the flagship store in CITIC Pacific, but also extends to 10 shopping centers, such as the national gold center, Hong Kong Hui, K11, iapm and so on.

Liu Juan, general manager of Shanghai manicure Co. Ltd., Lin Feng, said that the average price of a single nail is 500 yuan for the high-end business.

"We will choose the flagship store where the order rate is higher."

Wolford public relations official of Austria's high-end pantyhose brand said that the Wolford flagship store in Shanghai maintained double-digit growth every year.

A senior retailer executive revealed that the shopping center is very attractive and the proportion of catering is 30%, and some even reach 50%.

But for retailers, how much of the flow of food to consumers is the key.

For example, a newly opened shopping center in Shanghai is popular, but its retailers are only 1/3 of the other stores.

More and more department store brands will shift the scales to the shopping mall.

A new report by CB Richard Ellis said that Shanghai has entered the "shopping mall" era. 90% of the future commercial supply is shopping center, department stores account for only 2%, and 8% are supporting businesses.

Chen Xi, general manager of the China commercial real estate research center, revealed that Estee Lauder was looking for a site recently. It wanted to set up an independent store in the shopping center, and set up the following small brand guide cabinets, similar to the idea of BELLE.